Urban Korenjak, Marketing Director at Europlakat Slovenia, has been named this year’s recipient of the Advertising Personality award, one of the key professional recognitions awarded by the Slovenian Advertising Chamber (SOZ).
The award recognises both standout achievements within a single year and long-term contributions to the development of the advertising profession. Korenjak will receive the award on May 14, 2026, as part of the closing ceremony of the 35th edition of the Slovenian Advertising Festival (SOF).
Positioned at the intersection of media, strategy and industry development, Korenjak’s career reflects a broader shift in how advertising operates today, from channel-specific execution to integrated, data-informed ecosystems. As Marketing Director at Europlakat Slovenia, he has spent more than a decade shaping the evolution of outdoor advertising, connecting traditional formats with digital solutions, creativity and data-driven approaches. Within a highly competitive media environment, this role has also included strengthening the relevance of out-of-home as part of a broader media mix.
Beyond his corporate role, his influence extends into the wider industry framework. Through long-standing involvement in the SOZ, including leadership roles within its governing bodies, Korenjak has contributed to strengthening dialogue between agencies, media and advertisers, while also advocating for higher professional standards and sustainable practices.
His engagement has also included participation in shaping media legislation, as well as public advocacy during moments of industry pressure, such as the COVID-19 pandemic, when he was among those calling for stronger support for local media ecosystems. Korenjak’s professional path began in the early days of digital development in Slovenia, first at Najdi.si and later at Pro Plus, where he contributed to the growth and positioning of digital media among agencies and advertisers. This early exposure to digital transformation continues to inform his perspective on the importance of connecting different media environments.
Reflecting on the recognition, Urban Korenjak pointed to a career shaped by continuous curiosity and collaboration, from early work in digital advertising to a broader perspective gained through television and outdoor media. “Honestly, this recognition means a great deal to me, and I am very happy about it. I simply love advertising,” he said, adding that his early experience working with “exceptional, creative and bold” people defined his approach to the industry.
He emphasised the importance of connecting different media environments and building integrated strategies, noting that these experiences reinforced his belief in the media mix as the most effective approach.
Korenjak also highlighted the importance of partnership across the industry, particularly between agencies, clients and media, as well as shared responsibility for maintaining standards and long-term value. “But if I am completely honest, the thing I value most on my journey is people… That is what has shaped me and continues to guide me on a path I truly enjoy,” he concluded.
Throughout his career, Korenjak has also contributed as a jury member at key industry competitions, including SOF and Effie Slovenia, while actively supporting initiatives that contribute to the development of the regional marketing and communications landscape.
At a time when the industry increasingly depends on integration, collaboration and accountability, the recognition of Urban Korenjak reflects a model of leadership that goes beyond individual campaigns, towards shaping the systems in which those campaigns are created.
